In an increasingly digital world, there’s something to be said for in-real-life promotion. Physical flyers still provide plenty of engagement, and billboards (yes, even digital ones) can reach entire city blocks. So if you’re a local musician looking to get the word out about your new album, why not supplement the usual social media posts with something a little more real?

If you’ve walked or driven past the intersection of North and Oakland in the last few days, you’ll know that’s just what Milwaukee’s Sleepy Gaucho has done. Look up at the scrolling digital billboard and you’ll see an ad for Sleepy Gaucho’s new album, True Love Corridor. The record is out today, and will be treated to a release show Friday, March 15 at the Vivarium. (Ellie Jackson and Moonglow will play in support.)

“I figured the album deserved some good ol’ fashioned advertising,” Sleepy Gaucho mastermind Andy Goitia says. “And I can’t say I wasn’t also inspired by David Gruber’s prolific billboard work in the area.”

So what about the album itself? Well, True Love Corridor an embarrassment of retro riches that completes Goitia’s transformation from acoustic psych-folk singer to full-on yacht rock captain. Opener “Strawberry Moon” is an alternately funky and blissed-out banger; “Best Drug,” “Sensible Woman,” and “Deep Blue” slow things down but turn up the heat with some star-wipe sexiness; instrumental “Fern Street” is a song in search of closing credits to a low-budget ’70s film; and the closing title track is an impossibly cool strut that wouldn’t feel out of place in a Cowboy Bebop montage.

“The [billboard] move matches the somewhat outlandish style of the album,” Goitia says, “which falls somewhere between the guilty pleasure of ’70s yacht rock and maybe modern psychedelia? That is for you to interpret, but I sure hope you enjoy.”

You heard him! Enjoy!

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Drift off, fall in love with Sleepy Gaucho’s “Best Drug”

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Co-Founder and Editor

Matt Wild weighs between 140 and 145 pounds. He lives on Milwaukee's east side.